Restauranteurs Fasil and Zewditu wanted to introduce Ethiopian food to the people of Durham, North Carolina, but there were a lot of cultural hurdles to overcome. Instead of trying to conform to American cultural norms, they wanted to help people embrace the differences by telling more of the backstory to Ethiopian dining.
They chose the name, Goorsha which is the Ethiopian ceremony of feeding one another with one’s hands to express honor and friendship. Our job was to translate this act and its significance into a visual identity that would help people understand the concept and embrace it with the warmth that is intended.
The icon shows two birds of friendship interwoven with their wings becoming fingers—a nod to eating with one's hands. The negative space between them forms a heart which suggests the act of love and honor a Goorsha is known for.
Good branding makes people feel welcome instead of hesitant to try something new. Create warmth before they even set foot in the door.
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